Playtex Baby has been a leading North American brand in the baby care space for more than 50 years, but the brand has been losing share to competitors seen as more modern and on trend.
As the North American AOR, Paradigm set out to change consumers’ perceptions of the brand by modernizing it through product education and by reinforcing that the brand understood mom’s journey through motherhood. Paradigm pivoted social strategy towards a fresher aesthetic and a new brand voice that would appeal to new and expecting moms.
Paradigm created the #PlaytexMoms influencer program to build awareness of new and existing products, generate reviews, provide third-party endorsement and produce cost-effective visual content for the brand.
A diverse of influencers from across North America were secured. There were pregnant women, families with triplets, single moms and new dads in order to provide a variety of experiences. The influencers created content that was shared through their own social worlds and leveraged on the Playtex Baby social channels. #PlaytexMoms content was amplified through paid media in order to extend program reach.
To increase overall engagement and build the community, Paradigm also introduced a new tone and visual aesthetic to the Instagram page to create a look and feel that was aspirational, but still attainable. A mix of humorous/emotional lifestyle content was combined with product content to make the page feel like a community for new and expecting moms. Product posts spoke to the realities of parenting and incorporated key messaging organically.
The #PlaytexMoms influencer program generated 19 million impressions and 469 pieces of content.
Instagram follower growth more than doubled between the start of 2018 and the start of 2019.
Online share of voice increased by 7.9% from the start of 2018 to the end of the year (includes chatter on forums, websites, Facebook/Instagram business profiles and Twitter).
Organic Instagram content reached over 195,000 moms in Q1 of 2019, with over 6,000 unique engagements, helping to build awareness and interest in the brand among pre-natal and new moms.